This document is a comprehensive study guide for the ISMM Unit 603, focusing on planning and implementing sales and marketing strategies. It covers key concepts such as evaluating the links between corporate strategy and sales and marketing strategy, assessing strategies for competitive advantage, growth, and market positions. The guide delves into methods for setting objectives, selecting strategic options, and analyzing the impact of technological advances. It further explores strategic sales and marketing planning, including audit and analysis, and examines the implementation, monitoring, and evaluation of sales and marketing strategies and plans. The guide also provides insights into sales and marketing theories for small and medium enterprises (SMEs), offering a holistic view of the sales and marketing landscape.
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